How PR Impacts Sales by Solomon Turner
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How to Use Public Relations to Increase Branding and Sales
Presented by Solomon/Turner PR
March 28, 2011
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What is Public Relations?
Public relations is the management function that
establishes and maintains mutually beneficial
relationships between an organization and the
publics on whom its success or failure depends.
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What is Public Relations Used For?
In most cases it is used to drive buyers from
apathy to awareness in the sales cycle.
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Public Relations Is Not Advertising
In advertising you control the message.
In public relations the media control the
message.
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In most cases people think of PR as publicity.
Publicity is the art of communicating
information about your company, product, or
service to the media with the goal of attaining
a positive outcome.
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So how do I get publicity for my company in the media?
• Start a new business• Purchase a second business• Change locations• Announce a major contract or new clients• Announce a new hire• Host a special event• Give a large amount of money to a charity• Win an award• Highlight a special employee• Tie-in a local angle with a national news story
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Once you have some news you need to disseminate it.
The way you do this is with a well-written news
release focusing on the who, what, when,
where, and why.
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St. Louis Media-Print
• St. Louis Post-Dispatch• St. Louis Business Journal• Small Business Monthly• Ladue News• Town & Style• St. Louis Commerce• St. Louis Magazine• Suburban Journals• Alive• Riverfront Times• Webster-Kirkwood Times• The St. Louis American• Community News
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Why You Need News Coverage…
• If you have a website you need news content to build your credibility and engage your clients and prospects.
• We are migrating from the “Information Age” to the “Communications Age”.
• You also need “third-party” endorsements confirming your company is a viable business enterprise.
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What to do with your news…
• Use as a sales tool. Send to clients and prospects.• Use as part of an email newsletter.• Post on website.• Post on blog.• Post on Facebook, LinkedIn, Twitter etc.• Post on LinkedIn groups…Here’s a helpful article.• Link to news on publication site.• Use for SEO.• Determine if story has “legs”.